Week 11-(Chap.16)- BMW's Integrated Marketing Communication

BMW is an automobile dealer that manufactures and sells a wide range of vehicles. The BMW automobiles are sold to a special target market and appeals only to a particular stratum of people. BMW vehicles are classy, stylish, comfortable and luxurious. With regard to the BMW films, which can be viewed on www.bmw.com, there are a number of reasons surrounding the success of these films. The films allow prospective customers to view the cars before purchasing them. Marketers ensured that the visitors to the site felt compelled to stay at the site. They associated each model of the vehicle to that of human attributes. For example, the BMW Formula M was described as having a ‘soul’. When consumers see these attributes, they suddenly begin to identify with these attributes, and then create an image and personality of the vehicle for themselves, by also giving the vehicles personal human traits as well. The site also offers consumers the option of customizing their own vehicle to their preference and taste. Another reason the BMW site and films have increased sales for the company is that marketers have used dynamic features for the site. The site is portrayed as a type of one-stop shopping, because not only are BMW vehicles showcased, but an online magazine is on the site. If visitors to the site do not wish to make a purchase, they may opt to view the online magazine. Marketers embarked on an intense Integrated Marketing Campaign that gave rise to increased interest and traffic to the BMW site. Integrated Marketing Communication (IMC) is a strategy used to plan, execute and monitor communication about a brand in a consistent way. In addition, the IMC is aimed at attracting and retaining customers. The marketers of the BMW site had to have extensive knowledge of the brand, competitors and target audience. Through the IMC plan on the Internet, marketers were able to use a direct marketing channel to reach it target audience. In addition, the type of distribution channel that was employed by marketers on the BMW website was to perform the facilitating function, where contact was made with buyers, the needs of buyers were matched with the product and they had ideal communication strategies to ensure effective information transfer. The success of the BMW films also include the that fact that each vehicle is presented with the possible fuel consumption information as well as the model of the vehicle that would be most appropriate for the consumer based on the model chosen and the consumer’s lifestyle. When marketers cater to the needs of customers and a positive perception of the brand has been created, the success of the product is inevitable.